UK Key Partner Activities 2019.Arosa Lenzerheide. Subline for this presentation00 month 2015

UK Key Partner Activities 2020.

Segments UK/Ireland.

3

Nature Lover Package.

British Garden(ing) Enthusiasts.

§ Around 28 million people in the UK partake in gardening (66 million live in the UK).

§ Interesting for city (urban gardening) and country (country gardens) people.

§ Usually female, middle and upper class, environmentally aware.

5

Hampton Court Flower Show.

§ Biggest Flower Show in the UK.§ Date: 3rd to 8th July 2020.§ Exposure to 150’000 visitors across

show week.§ Show is covered by BBC

(audience of 1.37 mio.).§ Press coverage of approximately

224 million.

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Hampton Court Flower Show - Activity.

§ Switzerland Garden in the World Gardens section.

§ Possible theme for garden: Gardens of Switzerland.

§ There will be information about each destination/ a garden in a destination.

§ Possible cooperation with TO. § TBC: Exclusive pre Opening Event

(btob).

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Gardens Illustrated & Gardener’s World.§ Campaign along Hampton Court Flower

Show.§ The two main gardening print publications.§ Gardener’s World: Circulation: 202,000,

1.3M digital reach, 505ks social media reach, 70% ABC1

§ Garden’s Illustrated: Circulation: 38,00089k digital reach, 32,2k social media reach, 99% ABC1

§ Campaign around Swiss Alpine Gardens: Herb gardens / botanical gardens / lakeside gardens

§ Hugely engaged audiences (average 2.8 hours spent reading GI). Average reader age 54 & 57.

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Gardens Illustrated & Gardener’s World.§ One Gatefold per region integrated into 6 issues of

Garden’s Illustrated Magazine (February – July)§ 8 pages of content, including opener and closing

page on content about the region’s alpine, herb and botanical gardens in a interactive format including Panoramic images, Illustrations, maps and info.

§ Gatefold to be distributed at Hampton Court Flower Show.

§ Digital Activation on a bespoke Switzerland Microsite in collaboration with Gardens Illustrated and Gardeners World.§ Interactive map of the regions with interactive

click throughs to each garden, park, partner hotel etc.

§ Promotion via Social Media and Solus Newsletters

9

Outdoor Enthusiast Package.

Red Bull Hiking / Trail Running Guides.§ Build up on successful collaboration § Hiking / Trail Running Guides newly launched§ Audience: very engaged, 19-49yrs, active outdoor

enthusiasts§ Red Bull Team (Journalist & Photographer)

to travel to your Region§ Travel Story - 1000 words (incl. places to rest, eat and

stay) and embedded videos.§ Feature to be amplified across Redbull.com (112,00

views/month)§ Destination to receive rights to use a selection of photos

& POV videos for editorial usage.§ 1 full page advert or advertorial in the Red Bulletin

(320k distributed issues, 7.5mio readership)§ Promotion via Red Bull Social channels ( 13.9M

Facebook, 84k Twitter, 623K Instagram

Walk Magazine.§ UK’s highest circulating title from the

Ramblers for active walkers and outdoor enthusiasts.

§ Circulation: 86,474. Published 4 times a year§ 26.6k followers on Twitter, 30k unique

visitors per month§ Audience: 75% ABC1, 54% aged 55+, 37&

aged 35-54§ Campaign: Integrated 360 degree

campaign. § Partners to be integrated in the Summer

issue (Published end of May). 2-3 pages per partner, Social Media Posts, Newsletter

12

City Breaker Package.

Cities Campaign “Water”.§ Main topic: Water – Nature USP. Cross over to the

nature aspect. Swimming in the cities. Highlights at the water (bars, restaurants, culture, shopping).

§ Integrated campaign with Print, Online, Social Media elements. Possible Media Platforms:§ Escapism.

ABC1: 105,000, Readership: 315,000 per issue, Monthly magazine. Unique visitors/m: 124,094, Newsletter: 41,000. Social: Facebook: 23k, Instagram: 7k, Twitter: 12,9k. Distributed alongside the evening standard zones 1&2.

§ National Geographic Traveller. Circulation: 58,242, 1.5 Mio Page views on natgeotraveller.co.uk. Reader’s preferred type of Travel: Cities, Culture, Adventure, Outdoors, Nature

14

Partners Cities Displays.§ Partner Cities Display Screens as additional

activity alongside the main Water City Campaign.§ 329k weekly reach§ Screens in 164 offices / 281 screens in premium

work places§ Audience: 74% AB (high value audience),

eye catching displays (premium environment), 10+ hours per day @work

§ Interests: 77% share and discuss holiday experiences with workplace colleagues, 65% research their holiday during work hours, 73% book flights at work

§ Idea: Place cities visuals in selected areas (eg. when weather is very warm)

15

Snow Lover / Snow Sports Enthusiast Package.

Winter Campaign: Now and then.§ Idea: Remind the UK and Ireland of the

history the two countries have together (USP).

§ With Brexit uncertainties, remind them of values and emotions connected to Switzerland

§ The British are ’obsessed’ with heritage § Use the hype of ‘comparing pictures’ on

social media (Throwback Thursday, #tenyearchallenge…)

§ Integrated on- and offline campaign§ Use destination and user generated for

the campaign17

Winter campaign: Now and then. § Most Brits have relatives who visited Switzerland in

the past. We want to remind them of these connections and tell those stories.

§ PHASE 1 – Promotion online/offline. Storytelling in snow sports and travel magazines with destination content about Brits/Irish living in the area/history

§ PHASE 2 – Influencer campaign. Send one influencer per region to discover their families memories (Only gold partners).

§ PHASE 3 – Online/Social media activation: Get users to send/post historic pictures of their relatives in Switzerland and tell their story (retargeting those users with PHASE 1 content)

§ PHASE 4 – online/offline: Per region, one person will win a trip for 2 to take the now and then picture. This story will be published online/offline. 18

Attraction Tourer Package.

SUITCASE Magazine - General.

§ Content Cooperation with SUITCASE Magazine.

§ Circulation: 77’000§ Readership: 212’000§ Social Media: § 123’000 followers on Instagram§ 79’000 followers on Facebook

§ Website: § 550’000 impressions per month§ 150’000 visitors per month

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SUITCASE Magazine - Activation.

§ A trip through Switzerland, discovering all the local foods/cultures travelling comfortable with the public transport.

§ Activity-led insider guide that showcases unique activities to Switzerland (print and online).

§ Advertorial features in print.§ Bespoke editorial feature in print.§ All supported via posts on social

media platforms and newsletter.§ Together with STS.

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Snow Sports Enthusiast.

Subline for this presentation00 month 2015

All segments.All Segments.

Biannual Trade Event.

§ Biannual event for British operators and Swiss suppliers.

§ New: Two day event including workshops, networking and team activities.

§ Outside of London. § Date tbd, planned for Spring.

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Media trips booklet summer and winter.§ Integration of destination content in

the Summer and Winter Media inspiration booklet.

§ Published in March and September 2020

§ Each distributed to approx. 1,200 media contacts.

Media Webinar: Working UK media.§ PR Webinar in November 2020§ Held by Switzerland Tourism for UK

Key Partners and their sub partners. § 1-2 high-profile guest speakers from

within the UK media industry§ Information on how to work with UK

journalists/influencers, what they need on a press trip, stories…

§ Q&A session

Media corner and media e-newsletter. § Integration of destination content on

ST Media corner as well as in the media e-Newsletters (sent out approx. once a month to 2200 UK & Irish travel journalists).

Thank you.